An organization is using the ITIL continual improvement model to support its directional strategy. At which stage of the direction-setting and planning cycle should the 'Where do we want to be?' question be addressed?
The 'Where do we want to be?' question defines the target state, so it belongs to vision, mission and measurable objectives. This stage translates directional strategy into specific, quantifiable goals, giving the improvement cycle its destination before gaps are analysed or plans executed.
Why this answer
The 'Where do we want to be?' question in the ITIL continual improvement model is addressed during the definition of the vision, mission, and measurable objectives, which sets the target state. This stage establishes the desired outcomes and goals before planning how to achieve them. It is a foundational step in the improvement cycle.
Exam trap
The trap is confusing the sequence of the continual improvement model; candidates may associate 'Where do we want to be?' with later stages like measurement or momentum.
How to eliminate wrong answers
Option A is wrong because executing tactical changes without planning skips the direction-setting stage entirely. Option C is wrong because keeping momentum going is about sustaining progress, not defining the target state. Option D is wrong because measuring baseline metrics occurs after the target state is defined, to assess current performance against goals.